American identity with made-to-measure typography
Simon Miller is a fashion house founded in Los Angeles. Its collections, handmade with fabrics from Japan, are inspired by the landscapes of the American South West. This unique combination gives the brand an unmistakeable US flavour, which takes us back to cultural, musical and literary movements that have inspired the world over, through greats such as Kerouac, Miller or Ray & Charles Eames.
We based our approach to this project around typography. A fantastic research process led to the discovery of an old and very peculiar typography sample, which belonged to an American foundry. We used this as the starting point for creating the brand identity: a made-to-measure typography, SM Display, which gave rise first to a logo and then to a whole graphic system.
The identity of Simon Miller has evolved from a primarily masculine language to the most contemporary sophistication, with the incorporation of the first women's collection.
Meticulous artistic and photographic direction complete the design work of the brand.
The variety of identity-defining elements that were used made it possible to explore a wide range of materials and formats. For example, the brand was implemented on its own products, on leather, metal and silk-screen prints, and both digital platforms and sophisticated stationery were developed to create a unique universe for a very unique brand.